Embracing Dry January: Turning Challenges into Opportunities for Pubs

A Sober January Can Boost Your Pub’s Appeal

Dry January doesn’t have to mean quiet times for your pub. With a bit of creativity, this health-conscious trend can help you attract new customers by strengthening your pub’s reputation as a modern and inclusive venue.

What Does Dry January Mean for Pubs?

Alcohol Change UK launched the Dry January campaign in 2013, encouraging participants to abstain from alcohol for the entire month, reflecting a growing interest in mindful drinking and health-focused lifestyles. While this campaign promotes healthier habits, it presents challenges for pubs, especially during January’s traditionally slower trading period.

This challenge is affected by the cost-of-living crisis, with customers tightening budgets. Notably, Try Dry App users reported saving an average of £118 in January, highlighting the link between budgeting and alcohol-free living. However, with 24% of people expressing interest in non-alcoholic drinks, pubs have an excellent opportunity to cater to this growing trend.

Turn Dry January into A Business Opportunity

Rather than viewing Dry January as a hurdle, smart pubs can recognise it as an opportunity. This sober month is the perfect chance to:

• Attract new customers
• Showcase creative, alcohol-free options
• Build brand loyalty

How Pubs Can Thrive During Dry January

Here are some actionable ways to embrace Dry January and keep your venue lively:

Offer a selection of Non-Alcoholic Options: Stock up on popular 0% options like Birra Moretti 0%, Heineken 0%, San Miguel 0%, Peroni 0%, or Thatcher’s Zero. These options are a good starting point, but consider offering more than just beers to offer an even more diverse selection. Add alcohol-free spirits such as Seedlip or Lyre’s to your collection, which can be used to create mocktails, appealing to those looking for a premium, alcohol-free alternative.

Host Themed Events: Create alcohol-free experiences such as mocktail nights, where you can create a mocktail menu using high-quality mixers, fresh fruits, herbs, and alcohol-free spirits. You can also have an event that allows customers to “build their own” mocktails from a set list of ingredients. Another option is to partner with local breweries to showcase the growing variety and quality of non-alcoholic beers.

Leverage Marketing: Promote your alcohol-free offerings via social media or in-venue posters. (If you need help with design, our marketing team is here to help!)

The Benefits of Embracing Alcohol-Free Trends

By embracing the alcohol-free trend, your pub can enjoy:

• Increased Appeal: attract health-conscious and non-drinking customers seeking vibrant social spaces.
• Higher Sales: capitalise on the growing market for non-alcoholic beverages, particularly in spirits, where sales have doubled.
• Brand Reputation: position your pub as forward-thinking and adaptable, ensuring customers remember you for more than just alcohol.

Support from Trust Inns

At Trust Inns, we’re committed to helping our tenants succeed, even during traditionally quieter months. We offer flexibility to purchase 0% alcohol options at competitive prices, as featured in our ‘Inncentive’ magazine.

Your Pub Career with Trust Inns

By embracing Dry January as an opportunity rather than a challenge, your pub can attract new customers, strengthen its reputation, and keep the atmosphere lively all month long.

Passionate about the pub industry? Running your own pub could be the perfect way to transform your enthusiasm into a rewarding career. At Trust Inns, we provide the foundation and resources, while you bring the energy and vision.

Contact us today to learn more about leasing a pub and becoming a part of this dynamic and exciting industry.

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